the epic journey email to social network

Hot Creative: Get the Basics for Winning Campaigns in Today’s Multi-Channel World

DM Club of NYeROI

Buzz Word: Engage/Engagement

en⋅gage [en-geyj], -gaged, -gag⋅ing. – verb (used with object)

1. to occupy the attention or efforts of (a person or persons2. to secure for aid, employment, use, etc.; hire3. to attract and hold fast: The novel engaged her attention4. to attract or please: His good nature engages everyone.

The Epic Journey: Email to Social Network

In 3 Acts…

Act 1: The Foundation

Scene 1:

• You need a hero (killer product)

• You need an audience

• Be relevant

• Don’t fear the unknown

Scene 2:

• The “New Media” – Email, SMS, Web 2.0, DM, Print, SEM, SEO, Outdoor…

• Measure results and set expectations

• Define the problem: What do we do with this info?

Scene 3:

• How do we “engage”?

• How do we share the other benefits of our product?

• How do we feature our customers?

• How do we expand the reach of our brand?

Act 2: The build up is half the fun

Wacom

Scene 1: Power of the Pens

• Targeted and Acute

• Relevant and Measurable

• Goals:

- Grow the list

- Spread the word

- Test the waters

- Learn

Over a 14 day campaign:

61,000 World wide visitors2,000 user generated images uploaded

150 comments were leftadded more than 2,000 new subscribers

Scene 2: Pen Scrappers

• Even more targeted

• Relevant and Measurable

• Goals:

- Grow the list

- Spread the word

- Establish new market

December 1, 2008 - Feb 3, 2009

24,427 visitors251 Entries

588 Total Comments71 Twitter Followers532 Twitter updates

Act 3: It takes a village

Scene 1:

• Share tools and features

• Share work and feedback

• Develop brand evangelists

• Nurture the Influencer

- DM Campaign - USB

“This project would bring togetherartists from across the globeto form a community.”

“A community of professional creatives,fostering critique, collaborationand sharing between peers.”

“Peers united by their love for the

pen, creative expression,

and their crafts.”

Scene 2:

• Manage the community

• Maintain engagement

• Nurture/Learn

Thank you

Chris Masagatanichris@eroi.com@masagatani503.347.6508